ADPR 3100 exam 2 evans

tactics

(the execution) specific steps to deliver the strategy

strategy

(the plan) overall plan for reaching the goal

display

All non-classified newspaper advertising

ads: pioneering stage communications objective:

-create awareness -educate consumers -show that a product exists -identify the need

target market

-market segmentation -demographics -psychographics -market profiles

ads: competitive stage communications objective:

-position -unique features

strategic planning: key parts

1. What/where is our brand now? 2. How do we change our brand to achieve our goals? 3. What specific aspects of the brand do we want to change? 4. What is our resulting plan of action?

classified

About $10 billion a year in ad expenditures in 2008 - now less than $5 billion.

Communications objective

1. Awareness 2. Branding 3. Positioning

campaign components

1. Objective 2. Strategy 3. Tactics

objectives: Marketing Communications

Marketing objective: what people do (buying behavior) Communications objective: what people think and believe (attitudes)

true or false: product cycle is linear?

False. Its cyclical

example of newer pioneering

Harley Davidson -existing customers were dying, literally -new idea= online customization

feature

a characteristic of the product

DMA

designated market area

advertising __________ a communications objective & _____________ in marketing objective

achieves & assists

Pioneering stage

advertising in this stage introduces an idea that makes previous concepts dated/antiquated

in retentive stage, you have to

attract new customers AND keep existing ones

3. What specific aspects of the brand do we want to change?

brand equity research

ads: pioneering stage Marketing objective:

create the market

4. What is our resulting plan of action?

creative brief

objective

goal of the campaign

Positioning

how the target market views it in relation to competitors -position -reposition

benefit

the good thing that is made possible by the benefit

per allotment

the number of ads required to reach a desired GRP

Why brands are valuable?

they differentiate and give us instant recognition

until people appreciate the fact that they need it, a product is in the

pioneering stage

strengths with product life cycle

pioneering stage: builds awareness and brand recognition retentive stage: reminders

superiority over over brands needs to be established to gain _________

preference

what determines best kind of advertising?

product life cycle

Awareness

put it on the radar -increase and create awareness

50 GRPs for OOH=

reaching 50% of the market per day

advertisings objective from a planning perspective

isn't to sell, its to generate awareness. we are hopeful that it turns INTO sales

we bank on what correlation?

marketing objective- purchase behavior HIGH CORRELATION

2. How do we change our brand to achieve our goals?

strategic options and rec

Branding

target markets associations with the product -brand & rebrand

daily effective circulation (DEC)

the average # of persons, in cars or other vehicles, passing and potentially exposed to an ad display. This is calculated for the area/where the ad will be placed.

products reaching maturity and wide scale acceptance may be in what stage?

retentive

main focus of strategic planning

the brand

competitive stage

once they accept the product, they will attract competition "which one should I buy"

The most IMPORTANT factor in determining the actual value of a brand

Brand equity

1. What/where is our brand now?

Brand equity audit analysis

cost per impression

Varies depending on media choice

ads: competitive stage Marketing objective:

increase sales and market share

reach

% of target audience exposed to an ad (or entire media schedule) in a given time period.

drawbacks of newspapers

-Clutter -Declining readership -Increasing cost of advertising -Challenges from online news aggregators -Nobody wants to pay for news anymore

newspaper strengths

-High reach with older, upscale, opinion leaders -Desirable target markets -Immediacy - next day publications -Credibility

strategic planning

-advertising -brands & planning -key considerations -key parts

examples of outdoor advertising

-billboards -transit shelters -bus billboards -bus wraps -building walls -digital outdoor

ads: retentive stage communications objective:

-brand -highly visual -creative advertising necessary -typically it is about brand image here

stages of products in advertising

1. pioneering 2. competitive 3. retentive 4. newer pioneering 5. newer competitive 6. newer retentive

target market determines the benefit

Benefit of summer camp? For kids? For parents? For grandparents? For camp counselors?

newspaper advertising categories

Classified Display Retail (local) National Co-op (Cooperative Advertising)

drawbacks of OOH

Exposure voluntary and brief Viewers preoccupied Few premium sites Much criticized as "visual pollution" Weather and geographical considerations (Seattle)

OOH strengths

Low cost, high frequency needs Local, mobile audience Strong creative Pioneering or retentive stage Supporting other media

frequency

Number of times an individual person is exposed to ad (or entire media schedule) in a given time period.

OAAA

Outdoor Advertising Associations of America

now, where do we place the message?

Outdoor/OOH TV Radio Print Digital

creative brief

Single page that summarizes: -Product and its competitors -What do we want the campaign to accomplish? (objective) -Who are we talking to? (target market) -What do they think now about the product or service (current brand or positioning) -What do we want them to think about the product or service? (desired brand or positioning) -Why should they think this? (key features and benefits) -What is our message? (the "One Thing")

what is TAB

Traffic Audit Bureau for Media Measurement (TAB) -Market-based traffic data -Checks sign visibility

people don't buy features, they buy

benefits

brand equity

it is the value that stakeholders (consumers, distributors, salespeople) think and feel about a brand relative to the competition

ads: retentive stage Marketing objective:

maintain market share and consumer loyalty

Gross Rating Points

measure of strength of your media buy